A Toolkit to Share the Value of Travel and Tourism
Ready-to-use resources and materials to help showcase how tourism delivers economic impacts, creates jobs, supports businesses, and showcases thriving communities across Canada.
Why Use This Toolkit?
This toolkit was developed by Destination Canada to help tourism sector partners clearly and confidently communicate the value of travel and tourism to key decision-makers.
When we use consistent, evidence-based messaging as one industry, we amplify our collective voice—and ensure tourism is seen, supported, and prioritized as a powerful force for Canada's prosperity and community vitality.
Why Use This Toolkit?
This toolkit was developed by Destination Canada to help tourism sector partners clearly and confidently communicate the value of travel and tourism to key decision-makers.
When we use consistent, evidence-based messaging as one industry, we amplify our collective voice—and ensure tourism is seen, supported, and prioritized as a powerful force for Canada's prosperity and community vitality.
Toolkit Resources
These ready-to-use materials are designed to help you communicate tourism’s value with confidence and credibility. Each resource can be customized for your local context, helping you deliver messages that resonate with your audiences.
This toolkit provides:
- Communications resources including key messages, a one-page narrative, and infographics to help you clearly articulate tourism’s economic and social impact.
- Credible, interactive data tools from the Data Collective, offering evidence to support your story—from local economic impacts to national wellbeing indicators.
Toolkit Resources
These ready-to-use materials are designed to help you communicate tourism’s value with confidence and credibility. Each resource can be customized for your local context, helping you deliver messages that resonate with your audiences.
This toolkit provides:
- Communications resources including key messages, a one-page narrative, and infographics to help you clearly articulate tourism’s economic and social impact.
- Credible, interactive data tools from the Data Collective, offering evidence to support your story—from local economic impacts to national wellbeing indicators.
Tools
Value of Tourism Overview
Concise one page narrative highlighting tourism's economic impact and Destination Canada's leadership role. Ideal for industry presentations, communications, or as the foundation for your own materials.
Tourism Statistics & Data Summary
Detailed infographic with comprehensive economic data, job statistics, and growth metrics. Use when you need credible statistics and visual charts for presentations or industry reports.
Data Resources
Credible, timely data is essential when making the case for tourism’s value. Destination Canada, through the Canadian Tourism Data Collective, offers robust national data tools that industry can use to support local communications and engagement efforts. These resources help ground your messages in fact and demonstrate tourism’s real-world impact on jobs, economies, communities, and wellbeing.
Tip: In addition to the tools below, check with your own provincial, regional, and municipal organizations—including your provincial government, economic development offices, and local destination management organizations —for more data, insights, and customized reports relevant to your specific context.
Coming soon: the Canadian Tourism Data Collective site will include AI-enhanced search capabilities to help you find the specific data point you need to help tell your story.
As part of Destination Canada's mandate under the Canadian Tourism Commission Act, we provide information about Canadian tourism to private sector and government partners. The Value of Travel & Tourism content supports this responsibility by sharing data, research, and insights that demonstrate tourism's economic impact across Canada, helping to sustain a vibrant and profitable tourism industry.
As part of Destination Canada's mandate under the Canadian Tourism Commission Act, we provide information about Canadian tourism to private sector and government partners. The Value of Travel & Tourism content supports this responsibility by sharing data, research, and insights that demonstrate tourism's economic impact across Canada, helping to sustain a vibrant and profitable tourism industry.